Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Spreads in Israel

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Executive Summary

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TRENDS

Although there has not been much innovation in chocolate spreads in recent years, the category has seen two leading food companies, Strauss Group and Unilever Israel, launch new products under their strong chocolate confectionery brands, Pesek Zman and Klik, respectively.

COMPETITIVE LANDSCAPE

Strauss Group continued to lead spreads in 2017 with a 31% share of value sales. Strauss is one of the leading food manufacturers in the Israeli market, benefiting from strong distribution capabilities. The company owns the brands Yad Mordechai and Para Elite. Yad Mordechai remained the leading brand in honey, enjoying a strong shelf positioning in retail outlets. It is also perceived as a good quality brand. Para Elite is a brand extension of Para Elite chocolate tablets. While readily available in grocery stores, it has lost share in recent years to the leading brands Hashahar and Nutella, and due to the entry of smaller brands and private label offerings.

PROSPECTS

Over the forecast period two opposing trends are expected to strengthen. Firstly, as part of the healthier nutrition trend, more people are expected to refrain from consuming unhealthy spreads on a daily basis. Some may shift to healthier alternatives such as high-in-fruit content jams, nut and seed based spreads and spreads with more natural ingredients. Secondly, the indulgence trend is also set to be a key factor behind the performance of the spreads category. Premium brands and products which are positioned as offering extra indulgence are expected to grow and further encourage the entry of other high-priced products. Children and teenagers find it much more difficult to change their dietary habits as their flavour preferences are more specific and limited than adult preferences.

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